MQL and SQL
Definition
An MQL is a lead marketing considers ready for sales contact based on fit and engagement; an SQL is one sales has accepted as a genuine opportunity after its own qualification.
The gap between the two is the single most useful diagnostic in B2B marketing. A high MQL count with a low acceptance rate means marketing is optimising for volume against criteria sales does not recognise.
The fix is to define both jointly, in writing, with observable criteria and an explicit rejection reason taxonomy — then review rejected leads monthly rather than arguing about the totals.
Definitions are free.So is the cost review.
A short call, then a written review inside 72 hours: what your marketing costs, what it produces, and what is worth fixing first.